MKTG 2030 Lecture Notes - Lecture 7: Vertical Integration, Marketing Mix, Channel Capacity
Document Summary
It is the method used to get products and services to the end customer. Place vs channel - don"t use place, it refers to a place of doing business. place was the original term used - how to get a tangible good from manufacturer to customer, but business is much broader - so we have channels of doing business. Successful companies integrate into the customer"s network of suppliers and customers, supply chain. Channels help a business attract and keep customers. Most important thing channels move is information. Businesses use information to attract and keep customers. Most channels of distribution can function as a marketing communications tool. Channels can be used to build advantage over your competitors. Channels can be used to compensate for weaknesses in marketing mix - papa john"s pizza - first to use online ordering - now texting to order pizzas. Nokia developing a potential product by using phone networks for consumers to download music.
